Fabrice Marrel (ACC) : “In Senegal, information relayed by foreign media will be much more likely to be picked up locally.”

How do press relations work today in Africa ? 

Africa has 54 countries, each with its own political, economic, and media realities. But overall, press relations have significantly deteriorated over the past two years. In Benin, Cameroon, the Democratic Republic of Congo, Mali, and Senegal outside Dakar, press relations in the traditional sense have almost disappeared. When a company or organization wants to communicate there, it is often necessary to pay journalists to obtain an article. PR has turned into pure and simple media buying. In Benin, even for cultural events such as Women in Science, some media outlets require payment to cover journalists’ travel expenses or even the publication itself. In some cases, they go as far as offering a full rate card. This practice deprives the population of a significant share of information, particularly economic news. Online, a large portion of published content is paid for and reproduces press releases word for word, which raises questions about the credibility of the African press and the future of the press officer profession.

Why do press relations malfunction in many African countries ? 

There are multiple causes. The Covid-19 crisis and accelerated digitalization have weakened media outlets that were already economically fragile. Many traditional publications have failed in their digital transition, and some still lack both a website and a presence on social media. They have not found a viable economic model. In addition, there is a lack of professional training. Many journalists practice without having been trained in industry standards. Finally, some media outlets are run by businesspeople for whom journalistic ethics are not a priority, which further blurs the line between information and communication.

In this contrasted media landscape, in which countries can press relations be effectively deployed ?

Despite this worrying situation, ethical press relations still exist in certain regions. They remain feasible in North Africa, particularly in Morocco, Algeria, and Tunisia. In West Africa, they are mainly limited to Dakar, Cape Verde, and Mauritania. South Africa is also holding on, although advertisers sometimes have to cover journalists’ logistical expenses during press events.
In most other countries, a media budget is essential, unless the topic is truly exceptional and generates interest from journalists.

So, what types of topics interest journalists in Africa ?

To capture their attention, information must be exceptional, linked to local news, or have international relevance. In many countries, the local press takes interest in a topic only if it is covered by foreign media. In Senegal, for example, information relayed by AFP, RFI, TV5 Monde, France 24, or the BBC is much more likely to be picked up locally. For leading media outlets such as Jeune Afrique or Financial Afrik, the information must have real added value. These publications do not settle for simple product announcements by a CEO or a fundraising round. The executive must provide sector analysis, a market vision, or economic trends. Interviews are rare and often conducted in partnership with RFI, which highlights the need for a strong angle. Similarly, the online version of the magazine Réussir Business publishes almost exclusively paid content. In this context, hoping for a CEO interview is often pointless. You must either go through the commercial department or negotiate directly with journalists.

How should press releases be written effectively for African media and how can their impact be maximized ?

Understanding the cultural, media, political, and religious context is essential before writing a press release. In some countries, such as Mauritania or Senegal, religion plays an important role and certain topics can be sensitive. The announcement of Rihanna’s visit to the Global Partnership for Education Forum in Dakar in 2018, for example, sparked strong opposition from religious groups, accusing her of being a Freemason. I strongly recommend working with a local press officer to better understand what is happening in the country and to review the press release in order to identify any potentially sensitive points.

Language is also a key factor. In North Africa (Algeria, Morocco, Mauritania), the press release must be in French and Arabic. In Rwanda, in English and Kinyarwanda. In Madagascar, in Malagasy and French. In Cameroon, in French and English.

For media outlets that publish press releases as they are, it is preferable to write them like journalistic articles. As a reader, whether in print or online, one generally gives less credibility to a press release than to an article supposedly written by a journalist. And since these articles do not appear as sponsored content, this is also a lever that can be used, even if the logic is debatable.

What mistakes must absolutely be avoided in press relations in Africa ?

There are no specific rules unique to Africa. You should avoid being too persistent, multiplying follow-ups, and using promotional language. Some advertisers prioritize the quantity of media coverage over quality. I advise them instead to focus on quality, the relevance of targeted media, the added value of topics, and to rely on local support.

What to remember : 

• Highlight local news with strong added value.
• Adapt each press release to the language and socio-cultural context of the country.
• Collaborate with a local partner.
• Write press releases like journalistic articles.
• Plan a media budget in countries where the practice is common.
• Prioritize quality over quantity.

Mistakes to avoid : 

• Deploying a PR strategy without understanding the local context.
• Sending generic press releases with a commercial tone.
• Multiplying follow-ups with journalists.
• Ignoring cultural, political, or religious sensitivities.
• Expecting free coverage without a strong editorial angle.
• Offering payment from the first contact.